The Korean tech giant is emphasizing how its Quantum Dot technology delivers what it claims is superior color accuracy and brightness compared to traditional displays. According to Samsung, the microscopic Quantum Dot molecules emit precise colors when illuminated, resulting in what the company describes as “100% color volume” that maintains color richness regardless of brightness levels.

The technical claims are impressive on paper – deeper reds, brighter greens, and purer blues with consistent performance in both bright and dark viewing conditions. Samsung suggests this makes their QLED displays suitable for professional use, citing filmmakers who might want studio-grade color accuracy for reviewing their work.

Art mode gets expanded focus

Beyond the display technology itself, Samsung is heavily promoting its Art Mode feature, which transforms the TV screen into a digital gallery when not in active use. The company’s Art Store subscription service offers access to various digital artworks, photographs, and curated art pieces that can be displayed on compatible Samsung TVs, particularly the Frame series.

Samsung recently launched what it calls the “Art TV of Art Basel in Basel Collection,” an exclusive curation of digital art available through the Art Store. There’s also an Ambient Mode that lets users customize their screen with personal visuals or information displays when the TV isn’t being used for regular viewing.

The positioning seems designed to appeal to consumers who want their technology to serve multiple purposes – entertainment device, art display, and creative tool rolled into one. Whether this resonates with buyers beyond the premium market segment remains to be seen.

Reality check on the claims

While Samsung’s technical specifications sound impressive, the actual viewing experience will depend on factors like room lighting, content quality, and individual preferences. The company’s claim of “studio-grade clarity” is marketing language that’s difficult to verify without professional calibration equipment and controlled testing conditions.

The Art Mode feature, while visually appealing in showrooms, faces practical questions about long-term use. Displaying static images for extended periods can potentially cause burn-in on some display types, though Samsung hasn’t addressed this concern in their promotional materials.

The Art Store subscription model also means ongoing costs for users who want access to premium artwork, which could add up over time depending on pricing structures in different markets.

Targeting the premium segment

This creative-focused marketing approach suggests Samsung is targeting consumers willing to pay premium prices for features beyond basic TV functionality. The emphasis on artistic expression and professional-grade color accuracy positions these displays against traditional high-end TVs and potentially even dedicated art displays or digital frames.

Whether South African consumers will embrace TVs as artistic centerpieces – and pay accordingly – will likely depend on pricing, available content, and how well the technology delivers on Samsung’s promises in real-world conditions.

The shift toward positioning TVs as lifestyle and creative tools rather than just entertainment devices reflects broader industry trends as manufacturers seek ways to differentiate their products in an increasingly competitive market.

In a candid interview, Samsung’s Vice President of Consumer Electronics, Mike Van Lier, shed light on the driving force behind this exciting development. He highlighted the average lifespan of a TV in South Africa being around 8 years. This begs the question: is there a need for a more flexible TV ownership experience for South African early adopters? This may have sparked an idea we’ll soon hear more about.

Samsung’s answer is a resounding yes, and their new AI-powered TVs are here to deliver.

The showcase included the highly anticipated Neo QLEDs, Samsung OLEDs, Q-Soundbars, the innovative Micro LED, and the Music Frame.

A Look at Samsung’s Pioneering Technology

Mike Van Lier emphasized Samsung’s commitment to exceeding customer expectations. Their new AI TVs are designed to “upscale every moment,” offering a truly extraordinary viewing experience.

The centerpiece of the event was the captivating 85-inch Samsung Neo QLED 8K AI TV. Powered by the Next Gen3 Processor, this behemoth promises a premium front-row experience for everything you watch.

Samsung’s 8K AI Upscaling Pro technology takes things a step further. It transforms any content, even old videos, into near-8K resolution, bringing the past to life in your living room.

For sports fans, the Motion Enhancer Pro feature ensures sharp and smooth visuals, making you feel like you have the best seat in the house.

The AI-Powered Active Voice Amplifier tackles background noise, ensuring crystal-clear dialogue. Object Tracking Sound Pro (OTS PRO) complements the visuals with dynamic sound that tracks on-screen action.

Samsung OLED: The Gamer’s Dream

The 65-inch Samsung OLED AI TV is a game-changer for console enthusiasts. Presented by Kali Moahloli, Senior Product Manager TV/AV at Samsung South Africa, it features Motion Xcelerator Turbo Pro which allows viewers to experience ultra-smooth, lightning-fast gaming with a 144Hz refresh rate.

The AI processor cleverly detects the type of game you’re playing and calibrates settings accordingly. Plus, the AI Auto Game Mode optimises picture and sound quality for each genre.

For tear-free, stutter-free visuals, AMD Freesync Premium Pro technology is on board. This, combined with Samsung’s new OLED Glare-Free technology, ensures exceptional picture quality with minimal distractions.

Samsung also unveiled the intriguing Music Frame. This innovative product seamlessly blends high-quality audio with a customizable picture frame design. It boasts stereo sound and Dolby Atmos support, creating a captivating soundscape that complements your favorite music.

The Music Frame’s built-in compartment allows you to display a cherished photo, transforming it into a beautiful piece

Smarter Than Ever

Samsung’s AI TVs go beyond entertainment. With AI-powered energy saving features, they analyze your surroundings and content to optimize consumption. You can even monitor your energy savings in real-time with the SmartThings App.

Speaking of SmartThings, this app allows you to connect and control compatible smart devices, turning your TV into a hub for your smart home.

Security is also a priority. Samsung TVs boast Knox, a 3-layer security solution that safeguards your hardware, platform, and service.

Pricing and availability

The Samsung Music Frame retails for R5999 and is available immediately on their online store. The AI-powered Neo QLED, Neo QLED 8K and OLED TVs start at R65 000 (S95D OLED) and go up to R150 000 for the QN900D 85-inch model for pre-order at the moment.

Back in December, we saw the first of those sets, with a 110-inch MicroLED screen. Today, Samsung is announcing 88-inch and 99-inch versions, for those who still want the tech but maybe have a little less space or budget.

You still get individually controlled pixels and the dedicated MicroLED processor, along with a 99.99-percent screen to body ratio. Each pixel supports infinite contrast, Samsung promises, along with extreme HDR with up to 2,000 nits of brightness. There’s also Multi View, which allows up to four sources to be shown on one screen simultaneously: that, if you have the 110-inch MicroLED, means effectively four 55-inch TVs in one.

The hardware itself has an Infinity Screen bezel-free design, which basically means that though there’s a “Pure Metal Plate” surround you’re probably not going to notice it from the typical viewing distance. Ambient Mode allows it to blend into the wall by matching the paint color. OTS Pro (Object Tracking Sound) pairs surround sound aligned with what’s happening on-screen for more directionality, with two extra tweeters to power it.

Samsung Neo QLED 2021

Neo QLD relies on Samsung’s new light source tech, with smaller LEDs allowing for more to be packed into the same amount of space.

Gone are the lenses, with each LED chip doing away with packaging too. The result, Samsung says, is less blooming and more precise control, all handled by a new Quantum Processor. That can upscale to 8K, in addition to using an a light sensor hidden under the Samsung logo to automatically adjust for bright and dark content according to the ambient lighting conditions in the room.

0.9 mm bezels help keep the hardware subtle, and there’s also OTS Pro support and Virtual Object Tracking Sound. With the right speakers, the QLED TVs can also use Samsung’s SpaceFit Sound system, measuring the distance to the walls of the room and adjusting to suit the reflections and such.

For 2021, there are new services and features

It’s not just new hardware that Samsung has for CES 2021. There’s also now services like Google Duo being supported on its TVs. You’ll be able to start a Duo call on your phone, and then use screen mirroring to project up to twelve callers’ video onto the TV

Remote Access Plus, meanwhile, takes the TVs and makes them a little more functional. With a keyboard and mouse connected, for example, there’s access to Microsoft Office 365. You can access your PC remotely, as long as both it and the TV are logged into the same Samsung account.

Pricing for the new TV line-up will be confirmed later in the year, closer to the local launch.

The solar powered remote

The Samsung Eco Remote Control looks just like the company’s regular, AA- or AAA-powered versions, but rather than a battery compartment there’s a solar panel on the back.

That’s responsible for keeping the battery inside topped up, while a new design for the rest of the hardware puts frugality first. Indeed, Samsung says that a full charge is good for up to two years.

As for recharging, it’ll work both from outdoor light and indoor light sources, so even if your media room is in the basement your remote shouldn’t go flat. A USB port can be used for impromptu top-ups. The remote itself is made of 28-percent recycled polethylene terephalate (PET) plastic, with a black metal finish.

It’ll be included with all of Samsung’s 2021 QLED 4K and 8K TVs, the company says.

The Frame 2021 update makes art TV slimmer and more personal

Samsung is giving one of its most distinctive TVs an upgrade, with The Frame 2021 promising to blend into your decor even more seamlessly, while also adding some new tech features. Latest iteration of the lifestyle TV first launched in 2017, this year’s update to The Frame trims the thickness while throwing in more personalization features.

Though opinions of the TV were mixed when Samsung first announced it, the company says that sales have borne out its decision. Indeed, The Frame is apparently Samsung’s most popular lifestyle TV.

For 2021, it’s getting slimmer, with the thickness of the TV cut by 50-percent. It’s now 24.9 mm thick, closer still to the picture frame that Samsung based the design on. There’ll be more bezel choices this year, too. That will include everything from slim and neutral, Samsung says, to more ornate and bold versions, to better integrate the TV into your room. Third-party bezel accessories will also be available.

As before, there’ll be multiple sizes of screen to choose from. The stand will now support adjustable height and width, again for more flexibility. In the 43-inch The Frame, there’ll be support for rotating the TV to either portrait or landscape orientation.

One of the most charming features of the TV has always been Samsung’s Art Store, which means that, rather than a blank, black screen when you’re not using it, you get a virtual piece of artwork instead. For 2021, the Art Store is getting new partnerships with extra museums and artists, to increase the number of options you can display. Samsung says its AI auto-curation system is improving, too, and will do a better job at picking out artwork from the 1,400+ pieces on offer, depending on your preferences.

Like the Neo QLED and MicroLED sets Samsung announced today, the 2021 The Frame will support features like Google Duo and Screen Mirroring, Remote Access Plus, and Multi-View. As before, Samsung will be boxing up The Frame in its eco-packaging, which is designed to be both easier to recycle and support repurposing as a pet or kid plaything, or even as cardboard furniture.

Pricing and availability for the 2021 iteration of The Frame will be shared closer to launch, later in the year.